There are often discrepancies between how brands perceive the quality of the customer experience (CX) they offer and the actual feelings and impressions of their customers.
Millennials and Gen-Zers may have higher service expectations than previous generations, so prioritizing the customer experience has never made more sense. And that’s why a majority of brands choose to focus on the customer lifecycle experience.
What is the customer lifecycle?
A traditional sales funnel model typically follows customers between the moment they discover a product and make a purchase. That model fails to capture what happens after the purchase.
The customer life cycle model is a cyclical model that is geared toward engagement, repeat sales and long-term relationships with customers. The goals of customer life cycle management go beyond sales and encompass loyalty and advocacy.
The life cycle includes:
- Product discovery and education
- Initial purchase
- Delivering value after the initial purchase
- Repeat sales, contract renewals or upselling
Integrating customer service at key moments
You can deliver better customer service by providing the best experiences at the right moments in a customer’s journey:
- The initial purchase is a key moment. The experience with the salesperson will shape the customer’s expectations.
- An onboarding program and easy access to support will help customers get the most out of their purchase.
- Keep track of engagement. Re-engage customers with human interactions, and be reactive if there is a bad experience with the product or service.
- Make customers feel valued through a rewards program or simple messages to thank them after a purchase.
- Offer the right recommendations at the right time. You can upsell or cross-sell through recommendations that are aligned with the unique needs of each customer.
- Turn contract renewals and repeat sales into a great experience by reaching out at the right moment and using human contact to make customers feel valued.
Always-on customer service
A recent study by American Express found that brands are offering better customer service than ever. For 68% of respondents who reported a great customer service experience, their interaction with a customer service representative was a key element of that positive experience. With this in mind, businesses should develop a company culture that fosters great CX and trains their people in the right sales techniques.
Remember, you can improve customer service by leveraging data about your customers. Focus on building trust to make customers feel comfortable about sharing their information with you. Give customers control over what they share so they can retain control of their information and decide to share more as the relationship develops.
EagleONE can help you improve your customer life cycle management strategy by incorporating better customer service experiences at key moments. Contact an EagleONE team member to learn more about how we can help:
CEO Mike Hutzel | mike.hutzel@Eagle1group.com | 513-847-0410
CXO Jim Borum | jim.borum@Eagle1group.com | 513-847-0410